Avectra Targets CPAs and VARs in Channel-Building Efforts

Web-based membership management software developer is forming a U.S. partner network, aimed at a select number of CPAs and accounting and traditional enterprise resource planning software resellers.

Avectra has a goal of approximately 40 channel partners and has already signed on the accounting firm SingerLewak and Toronto-based Equation Technologies, which already resells Sage, Deltek and Intacct software. The firm is expecting to sign up “several more” in the near future.

Many of Avectra’s customers are in nonprofits or membership-based organizations, ranging from government agencies and charitable groups to state CPA societies. As such, the company is expecting to tap into the CPA and reseller markets that heavily serve or are affiliated with these entities.

“There is no question that accounting firms with IT practices in them or closely affiliated are in the sweet spot for us,” said Avectra vice president of global channels, Mark Yohai. “Nonprofit groups have unique accounting requirements and they are also in a category that needs a trusted advisor. We offer the perfect solution for both groups. CPA firms are starting to come full circle. They got involved in technology [implementation] at one time, it got too complex, they stepped away, and now with the cloud offerings they are getting interested again because it’s far more simple. Even if they are just doing the consulting, this is a great solution for everyone.”

The company has been around for over 17 years, but only recently began building a channel. Chief executive Richard Davis feels the time is right to do so.

“When I came to this company two years ago I was already seeing rapid growth in our uptake from the associations and nonprofits,” he said. “I realized we could not continue to grow effectively in the U.S. and around the world without establishing a channel. Over the past year, we’ve been discovering many accounting firms want to have a cloud practice for significant revenue opportunities, mainly for BPO type work. We’re bringing a powerful solution to a channel so they can deliver the personal service and support.”

Avectra is looking for global partners as well, which will have a similar profile, though limited per country. Yohai claims they already have some interest in Europe and Asia.